Apple's segmentation concept is pivotal to their marketing strategy. Apple has targeted and marketed their products to consumers with certain characteristics. Apple does not use the target market the same way as many of their competitors do because the target market focuses on the users, more so than the target markets alone. This will also decide how and where they will use Apple products.
This does not mean Apple is excused or ignorant for the laws of marketing, but instead they use a very unique form of strategy called "psychographic segmentation". This strategy is appealing to all consumers, despite their: gender, ethnicity, religion, race, socio economic status and income level.
Although Apple tries to be appealing to all their consumers as much as possible, they still tend to gravitate towards the middle class to upscale high class consumers. For this reason these middle and high class consumers do not mind spending a little bit of money for the best quality products purchased. Some of these middle to high class professions include: media and news editors, magazine editors, graphic and video design editors, publicists and journalists.
Apple's use of the demographic segmentation illustrates the concentration of Apple retail stores around the United States of America.
New York City and California are main areas where Apple place their retail stores. Apple targets those two states because they appeal to the lifestyles of those living in those locations.
Apple has positioned themselves to being a "lifestyle brand", which appeals to the generation of the "tweens" and to those born after the baby boomers. This includes low income consumers to high income consumers.
Apple has over 120 web online stores catering to 120 countries and regions currently now http://www.apple.com/choose-your-country/
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